Many Filipino households consider their pets part of the family — and, as with family, they want to share everything with them, including what’s on the dinner table. But veterinarians warn that this kind of affection can be harmful to the health of cats and dogs.
Human meals, no matter how delicious, lack essential nutrients pets need. For instance, taurine is vital for cats, and calcium is essential for dogs, both of which are not found in sufficient amounts in table food. Moreover, human ingredients like chocolate, onions, and grapes can be toxic to pets, while excess salt, fat, and seasoning may lead to obesity, digestive trouble, or even liver and kidney damage.
In contrast, commercial pet food is carefully developed to meet the specific nutritional needs of animals. Required to pass safety checks before hitting the shelves, it delivers the ideal balance of protein, carbohydrates, fats, vitamins, and minerals that keep pets healthy and active.
It’s this science-backed understanding — and a whole lot of heart — that powers the launch of Dear Kat, a new dry cat food brand from Filipino-owned United Baarde Inc. (UBI).
Introduced to the lifestyle media at a Quezon City restaurant last November 3, UBI’s president and general manager, Douglas Baarde Jr., said of the months-old feline product, “Our goal was to provide accessible commercial food for pets, and we’ve been able to achieve that by using our experience in sourcing manufacturers and partners who can produce a product packed with all the nutrients pets need without compromising quality.”
But before diving deeper into this cat food breakthrough, it’s worth understanding the heart and home behind it.
Established only in 2021, the UBI began as a small group of passionate pet lovers and quickly grew into a thriving national distributor. Today, they supply thousands of business-to-business clients — from agri-vets to poultry supply stores, pet shops, and animal clinics—across Luzon, Visayas and Mindanao.
Under its Pure Choice Pet Care line, the company carries multiple products such as Aromatic Cat Litter, Pro’s Choice Cat Food, Performance Dog Food, and the Doug & Co. and Ichi & Co. brands.
This newest addition, Dear Kat, however, holds a special place in their lineup, not just because it’s nutrient-rich and affordably priced, but because of what it represents.
Baarde shared that the idea behind the cat food variant took shape during the pandemic, when he observed just how much more closely people began to care for their pets.
“The interest and love for pets boomed during that time, because almost all of us were just at home with nothing to do,” he said.
Recognizing the emotional connection many Filipinos have with their pets — that very habit of sharing table food with furry family members — Dear Kat was created as a more mindful and nutritionally complete way to care for them.
Packed with premium protein, essential vitamins, and minerals, this product supports strong bones, lean muscles, a shiny coat, and lasting energy for cats of all life stages. It also comes in a tuna flavor that appeals to even the pickiest eaters, with a formula that is gentle on sensitive stomachs.
In the brand’s words, Dear Kat is a heartfelt promise: “Here’s love in every bite.”
Julius Ladica, UBI’s treasurer and head of digital marketing and importations, lives out this very pledge every day. At home, he’s surrounded by some 20 cats, most of them rescues, who have taken over his family’s shared space.
“When I come home, they’re all on the couch — it’s like the living room has become their territory,” he said with a laugh. “Sometimes you feel sorry for the ones you see on the streets. You can’t help it; you end up adopting them like I have, and of course, make sure they are properly fed.”
This deep, personal commitment to animal care is what drives UBI’s mission — not just internally, but in the way they build their products and price them for the market.
UBI believes that no pet owner should have to choose between quality and affordability.
“We understand that our products are priced lower, and we’re willing to sacrifice some profit margin to make them accessible,” Baarde acknowledged.
“Of course, we are still a business and we still need to profit. But at the end of the day, we believe that when consumers see our products as more affordable, they’ll choose them over the pricier ones in the market,” he explained, adding that volume will help keep the company sustainable in the long run.
It’s this balance of purpose and practicality that led UBI — despite already having a premium cat food variant in its lineup — to develop Dear Kat as a more accessible option.
Described as their “love letter” to cat lovers across the country, the product is a sincere testament to UBI’s guiding purpose to give more Filipinos the confidence and means to welcome a furry companion needing a home into their lives — turning care into something both possible and lasting.